Getting faculty buy-in for branding

Most of us have dealt with faculty skeptics who think branding and marketing is just a bunch of hooey. So, how do you get such skeptics to buy in to a branding initiative on your campus? The brand strategy blog Whisper offers this advice from a recent Chronicle of Higher Education article:

Faculty members can…be pivotal in urging a college to move to the next level in its…trajectory. They usually react badly to the commercial connotations in the word “branding,” but they will dedicate themselves to strengthening its near synonym: reputation.

So, when approaching faculty about branding, talk about your institution’s reputation. You’re likely to get better buy-in.

Via Snark Hunting‘s latest Naming and Branding in the Blogs roundup.

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Author: andrewcareaga

Higher ed PR and marketing guy. Communications director for Missouri University of Science and Technology (Missouri S&T) in Rolla, Missouri, USA. Slow runner, mediocre guitarist, lover of music and puns, and an avid St. Louis Cardinals fan. I blog and Tweet about #highered, #music, #gocards and #random stuff.

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